From Checkout to Campsite: How Luno Uses Rebuy to Drive 73% of Sales

Luno believes in going the distance, whether that's on the open road or during the customer journey. 

From their earliest days, founders Sarah Van Berkum and Peter Ducato weren’t just thinking about camping gear. They were thinking about how to create something better for the road ahead – smarter equipment, stronger experiences, and a company culture that could last a lifetime. So when it came time to scale their ecommerce operations and meet the growing needs of their customers, they sought out a partner that shared their same commitment to endurance. They found that in Rebuy.

Sarah Van Berkum, co-founder of Luno (r) and members of the Luno team 

From DIY to scalable CX 

Luno’s origin story starts like a lot of good adventures: two friends, one big idea. Sarah, with a background in graphic design, had spent years traveling the world and saw firsthand how most outdoor gear fell short for nomads and adventurers. Peter, a seasoned product designer and fellow outdoor enthusiast, was her first call. They launched Luno with nothing but grit and good ideas, and for the first year, they were a team of two. A third hire followed, and soon after, a full team.

The brand gained traction fast, thanks to a loyal community and products that met people exactly where they were in their off-grid lifestyles. 

Zak Shelhamer, CMO of Luno, demonstrating use of AIR+FOAM Pro Camping Mattress 

As the business grew, so did the complexity of their operational backend. Their small team had built something beautiful, but maintaining the website’s logic was manual and time-consuming. They needed a way to scale without sacrificing quality. That’s when Rebuy entered the picture.

“It was clear from the beginning that Rebuy’s approach to personalization through data was going to set them apart. AI is huge now, but it wasn’t as big when we first started with Rebuy. They were already thinking ahead in that regard.”

Co-founder, Luno Sarah Van Berkum

Driving sales with smart personalization

Since partnering with Rebuy nearly four years ago, Luno has leaned into Rebuy’s AI-informed personalization to simplify operations, enhance the customer experience, and keep performance strong even as the brand scales. 

Their results speak for themselves: a +10.17% increase in average order value (AOV), driven by seamless touchpoints across the funnel.

One of the biggest wins has been product discovery, which now influences a staggering 73.44% of sales thanks to widgets that guide customers toward what they need before they even realize it. Other Rebuy-powered experiences are just as impactful: the Smart Cart now influences 12.40% of sales, while PDP “recently viewed” widgets account for 27.71%, helping customers keep tabs on items as they browse. Meanwhile, cross-sell popups influence 21.00% of purchases, making it easy to grab that extra item before checking out.

Warranties that go the distance

Luno’s commitment to longevity extends to their product guarantee. And with Rebuy, that promise is woven into the entire checkout journey. Rebuy widgets allow them to offer warranty options in the Smart Cart (impacting 11.06% of orders) as well as personalized gear recommendations (18.33%) and post-purchase warranty upsells, empowering the brand to deliver on its promise to be a “lifetime brand” in more ways than one.

“Smart Cart and checkout extensions are huge to have as touchpoints throughout the checkout journey. We’ve definitely increased our AOV on that product warranty and product protection.”

CMO, Luno Zak Shelhamer

Support that feels human

Rebuy’s tech helped Luno go from manual merchandising to fully automated magic. But beyond the features themselves making a significant impact, the support Luno received from Rebuy was next-level, too. 

“I swear the response time with Rebuy is like fifteen minutes. And I hear from an actual, real person.”

Co-Founder, Luno Sarah Van Berkum

That responsive support and intuitive platform have empowered Luno to launch and learn the platform quickly. The team has started experimenting with more tools like Smart Links, aiming to further personalize how shoppers enter and interact with the site.

“We’re flirting with Smart Links," says Sarah. “We haven’t used those in full force yet, but we’re excited to test it and see if it works for us.”

Aligned on what matters

Over the years, Rebuy has become a trusted partner to Luno in every phase of growth, starting small, thinking big, and iterating fast. And as Luno continues to build gear that helps people live more adventurously, Rebuy is helping them build an ecommerce experience that’s just as fearless.

“Rebuy is helping us be where we should be in a competitive market."

CMO, Luno Zak Shelhamer

At the heart of it all is alignment of vision. Both Luno and Rebuy believe in going the distance, in miles traveled and in quality, care, and innovation. For customers hitting the road or checking out online, the goal is the same: make it smooth, make it meaningful, and make it last.

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+10,000 Shopify brands use Rebuy to create personalized shopping experiences that reduce costs, save time, and boost sales